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Cognitive Bias and the Design Process

Jon Yablonski
September 25, 2022
Design
4
320

Cognitive Bias and the Design Process

At any given moment we’re faced with countless bits of information to process so that we can form judgments, make decisions, and get through the day. We’ve developed mental shortcuts to avoid becoming overwhelmed but these shortcuts have a downside: they often lead to fallacious reasoning and unintended results. Designers are just as vulnerable to the blindspots and fallacies that come with cognitive bias as the people who use the products and services we design. It’s impossible to eliminate biases, but we can seek to understand them and identify how they might impact our design decisions. This talk explores the cognitive biases I’ve experienced first-hand when building products and experiences as well as strategies for mitigating their influence.

Jon Yablonski

September 25, 2022
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Transcript

  1. Cognitive Bias and the
    Design Process
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    A U G 2 0 2 2

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  2. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C H E C K E R S H A D O W I L L U S I O N

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  3. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C H E C K E R S H A D O W I L L U S I O N

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  4. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    S E A T H E A D I L L U S I O N

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  5. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Unlike visual illusions, cognitive illusions can be
    much harder to see.

    View Slide

  6. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O G N I T I V E B I A S C O D E X B Y : J O H N M A N O O G I A N I I I J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M

    View Slide

  7. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    System 2 System 1

    View Slide

  8. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    System 2 System 1

    View Slide

  9. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    System 2 System 1

    View Slide

  10. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    It’s equally important that we understand the
    impact bias has on us, our teams and ultimately
    the products & services that we build.

    View Slide

  11. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    “The best we can do is a compromise: learn to
    recognize situations in which mistakes are likely
    and try harder to avoid significant mistakes
    when the stakes are high.”
    D A N I E L K A H N E M A N

    View Slide

  12. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Key Biases
    SURVIVORSHIP BIAS CONFIRMATION BIAS FRAMING EFFECT AVAILABILITY
    HEURISTIC
    FALSE-CONSENSUS
    EFFECT

    View Slide

  13. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Survivorship Bias
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    B I A S 1

    View Slide

  14. We have a tendency to concentrate on the
    people or things that made it past a selection
    process and overlook those that do not, typically
    because of their lack of visibility.
    S U R V I V O R S H I P B I A S
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M

    View Slide

  15. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M

    View Slide

  16. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    S U R V I V O R S H I P B I A S

    View Slide

  17. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    S U R V I V O R S H I P B I A S
    Ummm…what
    about the planes
    that didn’t make
    it back?
    A B R A H A M W A L D

    View Slide

  18. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    S U R V I V O R S H I P B I A S

    View Slide

  19. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    What does this
    have to do with
    design?

    View Slide

  20. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    S U R V I V O R S H I P B I A S

    View Slide

  21. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M

    View Slide

  22. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Consider what you
    don’t see
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    S U R V I V O R S H I P B I A S

    View Slide

  23. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Centralize edge cases
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    S U R V I V O R S H I P B I A S

    View Slide

  24. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Confirmation Bias
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S
    B I A S 2

    View Slide

  25. We tend to search for, interpret, favor, and recall
    information in a way that confirms or supports
    our prior beliefs or values.
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S

    View Slide

  26. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S

    View Slide

  27. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S

    View Slide

  28. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    What does this
    have to do with
    design?
    C O N F I R M A T I O N B I A S

    View Slide

  29. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S

    View Slide

  30. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S

    View Slide

  31. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Research rather
    than validate
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S

    View Slide

  32. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Triangulate research
    methods
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S

    View Slide

  33. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Red team,


    blue team
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    C O N F I R M A T I O N B I A S

    View Slide

  34. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Framing Effect
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    B I A S 3

    View Slide

  35. We tend to make decisions based on whether
    the options are presented with positive or
    negative connotations; e.g. as a loss or as a gain.
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F R A M I N G E F F E C T

    View Slide

  36. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F R A M I N G E F F E C T J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M

    View Slide

  37. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F R A M I N G E F F E C T
    FRAMING CHOICE DESCRIPTION
    P O S I T I V E T R E A T M E N T A S A V E S 2 0 0 L I V E S O U T O F 6 0 0
    N E G A T I V E T R E A T M E N T B 4 0 0 P E O P L E W I L L D I E O U T O F 6 0 0

    View Slide

  38. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    FRAMING CHOICE DESCRIPTION
    P O S I T I V E T R E A T M E N T A S A V E S 2 0 0 L I V E S O U T O F 6 0 0
    N E G A T I V E T R E A T M E N T B 4 0 0 P E O P L E W I L L D I E O U T O F 6 0 0
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F R A M I N G E F F E C T
    7 2 %

    View Slide

  39. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    What does this
    have to do with
    design?

    View Slide

  40. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F R A M I N G E F F E C T

    View Slide

  41. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    N I E L S E N N O R M A N G R O U P
    4 out of 20 users could not
    fi
    nd the
    search function on the website
    16 out of 20 users found the search
    function on the website
    N E G A T I V E P O S I T I V E

    View Slide

  42. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    N I E L S E N N O R M A N G R O U P
    3 1 %

    View Slide

  43. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Avoid leading questions
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F R A M I N G E F F E C T

    View Slide

  44. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Gather more context
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F R A M I N G E F F E C T

    View Slide

  45. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Switch up your


    point-of-view
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F R A M I N G E F F E C T

    View Slide

  46. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Availability Heuristic
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    B I A S 4

    View Slide

  47. We tend to rely on immediate examples that
    come to a given person’s mind when evaluating
    a specific topic, concept, method, or decision.
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    A V A I L A B I L I T Y H E U R I S T I C

    View Slide

  48. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M

    View Slide

  49. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    What does this
    have to do with
    design?

    View Slide

  50. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    A V A I L A B I L I T Y H E U R I S T I C

    View Slide

  51. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Why can’t we just design it like


    [insert company name] does it?
    A V A I L A B I L I T Y H E U R I S T I C

    View Slide

  52. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Use reason over recall
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    A V A I L A B I L I T Y H E U R I S T I C

    View Slide

  53. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Measure what matters
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    A V A I L A B I L I T Y H E U R I S T I C

    View Slide

  54. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    False-Consensus
    Effect
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    B I A S 5

    View Slide

  55. We have a tendency to assume that our
    personal qualities, characteristics, beliefs, and
    actions are relatively widespread through the
    general population.
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F A L S E - C O N S E N S U S E F F E C T

    View Slide

  56. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M

    View Slide

  57. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    What does this
    have to do with
    design?
    F A L S E - C O N S E N S U S E F F E C T

    View Slide

  58. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F A L S E - C O N S E N S U S E F F E C T

    View Slide

  59. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Acknowledge that you
    are not the user
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F A L S E - C O N S E N S U S E F F E C T

    View Slide

  60. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Always test with


    real users
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F A L S E - C O N S E N S U S E F F E C T

    View Slide

  61. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Identify your
    assumptions
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    F A L S E - C O N S E N S U S E F F E C T

    View Slide

  62. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    Key Biases
    SURVIVORSHIP BIAS CONFIRMATION BIAS FRAMING EFFECT AVAILABILITY
    HEURISTIC
    FALSE-CONSENSUS
    EFFECT

    View Slide

  63. J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    It’s impossible to eliminate biases, but we can
    seek to understand them and identify how they
    might impact our design decisions.

    View Slide

  64. Thank you
    J O N Y A B L O N S K I | J O N Y A B L O N S K I . C O M
    📙 D E S I G N I N G F O R C O G N I T I V E B I A S


    📙 T H I N K I N G , F A S T A N D S L O W


    👩💻 B I A S E D B Y D E S I G N . C O M
    R E C O M M E N D E D R E S O U R C E S

    View Slide